The Travel Agency Reveals the True Story Behind Its Viral Cannabis Carrier Pigeon Campaign

NEW YORK, Oct. 14, 2025 /PRNewswire/ -- After a week of viral buzz, headlines, and thousands of eyes turned skyward, The Travel Agency—New York City's largest legal dispensary—has revealed the full story behind its Cannabis Carrier Pigeon Program, known internally as "Project Pigeon."

In a statement shared to social media, Co-Founder and President Arana Hankin-Biggers announced: "As of today, we've decided to end our experimental pilot program, Project Pigeon." She added, "The pigeons were exhibiting some unusual behavior. Many returned from deliveries with Cheeto crumbs on their beaks or wearing pigeon-sized Grateful Dead merch. Some became consumed in questioning the meaning of flying."

What began as an unexpected "delivery service" quickly took flight online—garnering over 2.5 million views and a 10x spike in engagement. Comment sections and think pieces flooded with New Yorkers debating whether it was real, possible, or simply a stoner fantasy.

But the "test flights" were never real. They were a creative concept designed to break through cannabis' restrictive advertising barriers and spark conversation about New York's humor, ingenuity, and evolving cannabis culture.

"Project Pigeon was built as a playful campaign that sparks joy, conversation, and destigmatization," said Chesen Schwethelm, Chief Marketing Officer. "The goal was to raise awareness that The Travel Agency is New York's quickest, most trusted legal cannabis delivery service—we're just using wheels, not wings."

The pigeons, dressed in custom mini backpacks, were filmed under the care of licensed handlers and SOS Safety On Sets© Animal Services, ensuring humane oversight. The Travel Agency also donated to the Wild Bird Fund to support ongoing bird rescue and rehabilitation in New York.

The brand's creativity now transitions to its next phase: expanding its enhanced delivery service, offering New Yorkers a faster, smoother, and more transparent way to shop cannabis across Manhattan, Brooklyn, and Queens.

"The pigeons were the setup—this is the punchline," added Schwethelm. "We're not just delivering cannabis; we're delivering creativity, accountability, and a vision for what modern cannabis retail should be."

With its wit and New York-forward storytelling, The Travel Agency continues redefining what cannabis marketing can be—bold, human, and proudly high-minded.

Press Contact: [email protected]
Website: thetravelagency.co
Images: HERE

About The Travel Agency:
The Travel Agency empowers people to explore cannabis as a natural, transformative part of life—free from stigma and full of possibility. A BIPOC-founded brand, it operates dispensaries in Union Square, Downtown Brooklyn, Fifth Avenue, and SoHo. Learn more at thetravelagency.co.
https://www.thetravelagency.co/nyc-cannabis-delivery/

SOURCE The Travel Agency